Title	SEATS FOR SWITZERLAND
Brand	SWISS INTERNATIONAL AIR LINES
Product/Service	AIRLINE
Category	B03. Use of Social Platform(s) in a Promotional Campaign
Entrant Company	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Production Company	MILCHSTRASSE Ludwigsburg, GERMANY

Name	Company	Position
Thomas Wildberger	Publicis Communications Schweiz	Chief Creative Officer
Urs Schrepfer	Publicis Communications Schweiz	Creative Director
Wim Roelfs	Publicis Communications Schweiz	Creative Director
Tim Hoppin	Publicis Communications Schweiz	Creative Director
Daniel Ahrens	Publicis Communications Schweiz	Art Director
Norihito Iida	Publicis Communications Schweiz	Art Director
Swen Morath	Publicis Communications Schweiz	Art Director
Christian Schirmer	Publicis Communications Schweiz	Copywriter
Chantal Panozzo	Publicis Communications Schweiz	Copywriter
Anatole Comte	Publicis Communications Schweiz	Graphic Designer
Sandro Ducceschi	Publicis Communications Schweiz	Programmer
Cem Van Der Schaar	Publicis Communications Schweiz	Head Of Tv
Benjamin Kaegi	Publicis Communications Schweiz	Art Buyer
Simon Grasser	Publicis Communications Schweiz	Head Of Digital
Tiago Dias	Publicis Communications Schweiz	Head Of Development
Candido Righetto	Publicis Communications Schweiz	Senior Brand Director
Lena Jaggi	Publicis Communications Schweiz	Brand Director
Sabrina Anding	Publicis Communications Schweiz	Brand Director
Philip Toepfer	Milchstrasse Filmproduktion Gmbh	Executive Producer
Nico Kreis	Milchstrasse Filmproduktion Gmbh	Director Supervision

The Brief

The task: Bring SWISS closer to the Swiss people so they fall in love again with their airline. At the beginning of the campaign there was a simple question: Who do you miss most in the world and why? Nearly 5000 people told their stories which we published on a microsite. Users were given the opportunity to vote for the best 300 stories and decide who would win one of the tickets. After giving away the tickets we proved what SWISS is actually doing for the Swiss people with different documentaries that showed just how emotional a reunion can be.

Campaign Success

At the beginning of the campaign there was a simple question: Who do you miss most in the world and why? We posed this question through a variety of channels across Switzerland: Online, in print media, on the radio, in PR articles and in a trailer that spent days driving through Switzerland. In phase two, each story was published on a microsite. On there users were given the opportunity to vote for the best 300 stories and decide who would win one of the 300 SWISS tickets. In phase three, six of the stories were captured on film by six different directors. They created six very different documentaries that show just how emotional a reunion can be. The result was a media response that echoed throughout Switzerland.

Describe the success of the promotion with both client and consumer including some quantifiable results

The reactions were breathtaking. A total of 4756 stories was entered that generated over a million sessions, resulting in 1,6 million page views from 779.328 individual users. Switzerland was involved with SWISS again. Swiss Television was also inspired by Seats for Switzerland, producing the series Mission Surprise. In 11 episodes, expatriate Swiss people around the world were surprised by their friends and family. Seats for Switzerland not only brought people together – it also stirred up emotions across the country. And Switzerland once again fell in love with SWISS.

Explain why the method of promotion was most relevant to the product or service

The campaign 'Seats for Switzerland' is all about bringing people together. The task: Bring SWISS closer to the Swiss people so they fall in love again with their airline. At the beginning of the campaign there was a simple question: Who do you miss most in the world and why? We posed this question through a variety of channels across Switzerland: Online, in print media, on the radio, in PR articles and in a trailer that spent days driving through Switzerland. Nearly 5000 people told their stories which we published on a microsite. Users were given the opportunity to vote for the best 300 stories and decide who would win one of the tickets. After giving away the tickets we proved what SWISS is actually doing for the Swiss people with different documentaries that showed just how emotional a reunion can be.